Harley Davidson

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Harley Davidson

  1. 1. Harley Davidson Marketing Plan<br />Presented By: The Four Peas<br />Kat Gillespie<br />Chris Laduke<br />Erica Marshall<br />Whitney Phoon<br />
  2. 2. Harley Davidson Marketing Plan Objectives<br />Create & Increase Awareness<br />Increase Sales<br />Expand Sales Locations<br />
  3. 3. Create & Increase Awareness<br />Age of Harley Davidson motorcycle riders has increased<br />Young males and females don’t have interest in the brand<br />Lack of female riders<br />
  4. 4. Increase Sales<br />Increase company sales by 10 percent<br />Younger Target audience<br />Increase customer base<br />
  5. 5. Expand Sales Locations<br />Harley owns half the U.S Market share, 1/3 of the global market<br />Becoming ideal – National Export Initiative<br />Other companies are expanding globally – noticing positive results<br />Expanding into Brazil<br />Reduces taxes, makes motorcycles affordable to a larger target audience<br />
  6. 6. Differentiation<br />33% of owners previous owned competitor motorcycle<br />Not about the product – about the brand<br />“There’s not a motorcycle riding experience like a Harley Davidson’s”<br />Competitors: Yamaha, Suzuki, and Honda<br />More interested in price and sales<br />Create commercial and print ads with younger demographic<br />
  7. 7. Positioning<br />Already brand trust from customers<br />Position so that Harley attains younger demographics interest at earlier ages<br />Confidence in market is directly proportional to customer purchases – need young digerati to have confidence in market<br />
  8. 8. Current Demographics<br />Male (88.5%)<br />Big Fish, Small Pond <br />Middle Age 45-50<br />Median Income $80,000-$90,000<br />2007 Purchases<br />52% Previously Owned a Harley motorcycle<br />33% Owned a competitive motorcycle<br />15% First motorcycle purchased<br />Median Age Median Income<br />Statistics based on years 2004-2008 from harleydavison.com<br />
  9. 9. Marketing Strategy<br />Target Market<br />Young Digerati<br />Young Influentials<br />Marketing Mix<br />4 P’s<br />Product: Harley Davidson Motorcycles<br />Price: $8,000 - $40,000<br />Promotion: TV commercials, billboards, online, etc.<br />Place: Wisconsin, South Dakota, North Dakota<br />
  10. 10. Target Market<br />Young Digerati<br />Wealthy, Younger Family Mix<br />Age25-44<br />Ethnically Diverse<br />Median Income $88,728<br />2009 – 1.21% of US Households <br />Young Influentials<br />Midscale, Younger w/o Kids<br />Age <35<br />Ethnically Diverse <br />Median Income $50,454<br />2009 -1.46% of US Households<br />
  11. 11. Google Insights for Search<br />Geographic areas & volume of search<br />From 2004-2010, repeating rate<br />Wisconsin- search volume index of 100<br />South Dakota – 96<br />North Dakota - 86<br />
  12. 12. PLACE<br />Harley should be located in bustling cities with high market exposure.<br />Wisconsin, South Dakota, and North Dakota are the states with the most highest market exposure.<br />Face- to –Face or Direct sales are crucial to Harley’s sales.<br />
  13. 13. Product<br />Market Maturity<br /><ul><li>Made in America
  14. 14. Offers Classes on Motorcycle Safety
  15. 15. Online Safety Knowledge
  16. 16. Offering regular and extended warranties
  17. 17. Specially made saddle bags and other accessories unique to Harley </li></ul>Sales Decline<br />
  18. 18. PROMOTION<br />NO!<br />
  19. 19. PROMOTION<br />Getting Closer<br />
  20. 20. PROMOTION<br />YES!<br />
  21. 21. PRICE<br />Price Ranges from about $8,000 to $40,000<br />Being a Specialty Product, the price must remain somewhat high to maintain the value and prestige of the brand.<br />Harley offers financing for up to 60 months!!<br />
  22. 22. Implementation & Control<br />Special Implementation Problems to Overcome<br />Control<br />Budget & Sales Forecast<br />Timing of Implementation activities<br />Contingency Sales<br />
  23. 23. Special Implementation Problems to Overcome<br />Necessary expenditures to carry out the new strategy:<br />TV ad: Priced at an estimate $350000 to produce & $100000 to air<br />Use the current marketing staff, but increase their role in social media to keep contact with customers<br />Create events that are located in a more diverse, hip area<br />
  24. 24. Control<br />Increase sales<br />Awareness<br />Numberof customers of various target audiences<br />Results will be monitored quarterly<br />Incurring changes in segmentation and imaging must not conflict with the needs & wants of the current clientele<br />Obligations to watch & maintain:<br />Blogs<br />Events<br />Interaction between the customer and sales rep<br />Clientele Sites<br />Relationship with investors and stockholders<br />
  25. 25. Budget Estimates & Forecast<br />Marketing tactics, yet to be set at a numerical value<br />Customer satisfaction follow-ups<br />Design services for various promotional materials<br />Continuous website design<br />Participation in community events<br />TV ads<br />Regulation customer first training<br />http://money.cnn.com/quote/forecast/forecast.html?symb=HOG<br />
  26. 26. Timing<br /> Currentlyranked in the Sales Decline stage, but with the new plan rolling out soon, developing changes will slowly take its place and keep Harley in the competitive market<br />
  27. 27. Contingency Sales<br />http://investor.harleydavidson.com/releasedetail.cfm?ReleaseID=519945<br />
  28. 28. THE END!<br />

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